Antecedents of Customer Loyalty in Online Shopping Environment: Mediating Role of Customer Satisfaction

Abstract

This study aims to examine the antecedents of customer loyalty in the
online shopping environment and the mediating role of customer satisfaction. It
is a popular belief that the E-commerce industry in Pakistan lacks customer
retention. Customers prefer to purchase from retail markets rather than from
online stores. This research used data collected from 222 respondents. Nonprobability convenience sampling techniques were used to select the
respondents. There was a significant indirect effect of Website Usefulness on
Customer Loyalty while the Website Trustworthiness did not have a significant
direct impact on Customer Satisfaction. Website Usefulness had a significant
direct impact on Customer Satisfaction. The findings of this study will be helpful
for investors and the government of Pakistan to implement effective policies that
could result in increased customer satisfaction and retention in the online
business environment in Pakistan.